TY  - BOOK
AU  - Palmatier, Robert W.
AU  - Petersen, J. Andrew -- author
AU  - Germann, Frank -- author
TI  - Marketing analytics : : based on first principles 
SN  - 9789356400634 (pbk.)
U1  - 658.8 PAL 
PY  - 2022///
CY  - New Delhi
PB  - Bloomsbury publishing
KW  - Marketing management.
KW  - Marketing statistical methods
KW  - Marketing research
KW  - Decision making
N1  - Summary : "Using data analytics and big data in marketing and strategic decision-making is a key priority at many organizations and subsequently a vital part of the skills set for a successful marketing professional operating today. Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organizing data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors"-- Provided by publisher; Includes bibliographical references and index
ER  -